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Frank Tyneski
Former Director of Design for Kyocera, RIM BlackBerry, and former Design Manager at Motorola.
“I’ve worked with many design consultancies throughout my career. I’ve returned to Altitude time and again because, when it counts, I can count on Altitude. In my experience, they know how to apply deep thinking to achieve consistently usable ideas with unexpected levels of creativity.”
One Solution, Many Stakeholders.
Altitude designed a flexible modular system for the Blackberry product line that could be customized to the needs of several different carriers. Achieving consensus in extraordinarily competitive and fast-paced world of mobile communications is a significant achievement. Attaining a unanimously positive response is even rarer.
A Platform for Multiple Players
When Research in Motion (RIM) contracted Altitude to re-design existing BlackBerry components for the specific carriers, we confronted a considerable challenge. We had to come up with one platform that could be easily modified to meet the brand guidelines and business model of each carrier.
Delivering Value: Creating a Common Design Language
Altitude developed multiple concepts, each of which had to be presented to all of the carriers. The language of the product had to reflect the business world. It had to be reserved, low-key, and professional looking. At the same time, it needed to appeal to dynamic, driven consumers who are acutely aware of current trends. The forms conveyed this energy and cutting-edge sensibility. The final requirement was a prosaic one: the product must be small enough to fit into a suit pocket.
Altitude’s concepts were warmly received by all of the carriers. After this stage, the product was developed internally. The final product was closely based on one of our original concepts.
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